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New Head of Loyalty Marketing at Virgin

Virgin Atlantic Airways today announced the appointment of Alan Lias as new Head of Loyalty Marketing.  Reporting to Alison Copus, Director of Marketing, Alan will be responsible for the airline’s loyalty strategy, database management and analysis and management of the award winning flying club programme.  Alan will start with the airline on 13 September 2004.On his new position Alan Lias commented;

“I am delighted to be appointed to the role of Head of Loyalty Marketing.  I am excited to be working for a great brand such as Virgin and honoured to be working to help reward Virgin Atlantic’s best customers who are the company’s’ prize asset.”

Alison Copus, Director of Marketing, commented on Alan’s appointment;

‘‘We are delighted to welcome Alan to Virgin Atlantic.  Alan brings with him very broad experience of business planning, marketing, sales and operations. He has a highly entrepreneurial track record that will be of great value to the Virgin brand and we look forward to welcoming Alan to the team.

“We are very proud of what our flying club programme has achieved - last year winning the Freddie Award for the Best Customer Service for an international airline.  As Sir Richard Branson recently announced we are planning to double the size of the airline in the next five years, so it will be one of Alan’s challenges to manage the development of flying club during this exciting time as the airline expands offering more flights to more exciting destinations.”


Alan joins Virgin Atlantic following a variety of high profile consultancy roles.  Since February 2003 Alan has worked with Economy Power as a Marketing Consultant, leading the development of a new SME telecommunications business and advising the senior board team on corporate and business unit branding.  He has also worked with Strategis Limited as Principal Development Consultant advising on new business growth strategy and organisational design and at Esendex Limited developing and implementing a sales strategy. 

Prior to this, Alan held the post of Vice President of Strategic New Business Partnerships for Mosaic UK, a £100 million marketing solutions company, where he was responsible for strategic development of the UK business development and overall marketing strategy for the company.  Preceding this, Alan was Chief Executive Officer for Mosaic Sales Solutions.

Alan started his career as a Marketing Graduate with American Express following a BA Hons in Business Studies at Brighton University.
Alan is 41 years old and married with one daughter, Billie, who is seven years old. Alan will replace Jeremy Simmonds who left the company in August.